NRL unveil ‘UNREAL’ season opener campaign via independent agency Emotive

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The National Rugby League has launched a bold new creative platform, which is being rolled out across the business. “UNREAL” is the first major work from independent creative agency Emotive since winning the NRL account following a competition in October 2021.

The work represents a significant development for the NRL as it moves away from separate event- and product-focused campaigns in favor of unifying the game under a single, long-term creative platform.

“UNREAL” taps into the authenticity that sets the NRL apart from other sports. It’s the real grit, drama, determination, skill and heart that makes rugby league so unreal to watch. As the launch film says, “It’s so real, it’s unreal.”

Produced in collaboration with Airbag and directed by Ariel Martin, the launch film opens with NRL match footage narrated by the legendary Ray Warren, before backtracking to take us on a journey through some of the real stuff. who help make rugby league so unreal.

Corina Black, Managing Director, Marketing, NRL, said: “Unreal is a bold step forward for the NRL brand. A global platform idea born from all the reality that makes Rugby League the most entertaining and connected sport in Australia. By bringing together the best of what’s on offer from our incredible portfolio of core events and programs, this platform helps us connect with core fans and bring new audiences into our community so they can experience all the real that makes NRL so unreal.

Michael Hogg, Managing Partner and Head of Strategy, Emotive, added: “Some things are meant to be, like Rabbits winning the Grand Final in 2014 for the first time in 43 years, or ‘UNREAL’ being the creative platform Not only does it contain the brand name, but how often does it happen?…but more importantly, it captures the very essence of what sets NRL apart as a game and as a property of NRL. entertainment.And as such has a chance to help unite the game and be enduring.

In addition to TV, the campaign will launch via Channel Nine’s broadcast integration, and will also be delivered across OOH and digital, merchandise and experience. Beyond the launch campaign, ‘UNREAL’ will be rolled out across the company with campaigns for Premiership 2022, Grassroots Clubs Rugby League, All Stars, NRLW, Magic Round, State of Origin, Women’s State of Origin and the Finals series.

CREDITS Client – ​​NRL Chief Customer and Digital Officer: Alexi Baker General Manager Marketing and Brand: Corina Black Head of Campaign & Digital Marketing – Courtney Alderson Creative Agency – Emotive Founder and CEO: Simon Joyce Head of Strategy & Managing Partner: Michael Hogg Business Director: Ciaran Miller-Stubbs Creative Director: Ben Sampson Copywriter: Pierce Thomson Production Manager: Hayley-Ritz Pelling Lead Producer: Savannah Anseline Production Company – AIRBAG Director: Ariel Martin Executive Producer: Alex Tizzard Producer: Megan Ayers Executive Producer : Fiona Pakes DOP : Jules O’Loughlin Post-Production Company – AIRBAG Offline Edit : AIRBAG Post-Producer : Nick Venn Offline Editor : Mark Bennett VFX : AIRBAG Grade : Matt Fezz Online Edit : White Chocolate Music & Sound – Otis Studios

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